Special feature of 1905 film network　A Chinese’s own Snow Leopard movie, grinding a sword for six years to explore the film path of ecological protection; A live broadcast team composed of media people revisited the Qinghai Plateau where the "Leopard" Tibetan lived continuously for three days. From July 28th to 30th, the movie channel specially launched "Tracking Snow Leopard" — — The film is integrated with the live media activities, and together with the film master, it leads the audience of the whole network to meet with the "magical animals" first with a journey full of hardships but extraordinary significance, and tries to explain the difficulty of filming and its ecological significance.

The documentary film Snow Leopard and Her Friends, directed by a famous wildlife photographer, will officially land in the national cinema on August 4th. During the three-day live broadcast, the co-producer of the film, Wei Li, the chairman of 1905 Film Network, director Xi Zhinong, herder photographer, and so on, and the live broadcast team of the film channel, which is composed of directors, photographers, producers, propagandists and short videos, went to the filming location — — Ansai Township, the "hometown of snow leopards" in Qinghai Province, actively overcomes the physical discomfort such as technical problems of equipment and high reaction, looks for traces of snow leopards and other wild species in the complex and dangerous natural environment, leads the audience of the whole network to "cloud" the Damei Plateau, and helps the construction of ecological civilization in Qinghai with the help of national media platforms, ecological researchers, many filmmakers and enthusiastic audiences.

On July 30th, the live broadcast also presented the entire premiere of the movie Snow Leopard and Her Friends in Beijing. The host of the movie channel presided over the ceremony, and Wei Li, Xi Zhinong and photographers who returned from the plateau had a warm exchange after the screening, and shared it with the front team in Qinghai in real time, which gained favorable comments from the filmmakers in the industry and the audience present.

Beijing premiere scene connects Qinghai to find the front of "Leopard"

In addition, the movie channel hosts,, and led the three-day live broadcast room respectively, and talked with ecological protection experts and scholars for the whole network audience in real time to find the surprise discovery on the way to "Leopard".

Looking for "Leopard" on the Plateau and Overcoming Difficulties

The live broadcast team of the movie channel has gained a lot

"Where is the snow leopard? How do they survive? What good friends are there? " As one of Snow Leopard’s "new friends", the three consecutive questions put forward by young actors are the mission of the live broadcast team of the film channel who went to Qinghai to explore the secret.

As a well-deserved "Snow king of the hill" in the snowy plateau, Snow Leopard is also called "Snow Mountain Hermit". According to Cheng Chen, director of the Nature Observation Project of Shanshui Nature Reserve Center, in the live broadcast, snow leopards are secretive, and their silver-gray fur and irregular black spots around them are extremely easy to "blend in" with snow, rocks and other environments. In addition, they are good at flying over eaves and climbing walls, and it is almost impossible to crack their "invisibility" here.

Cheng Chen, Director of Nature Observation Project of Shanshui Nature Reserve Center

As a doctor of ecology, He Changhuan, who works for chinese national geography magazine and Natural History magazine, also admitted in the live broadcast that the "good friends" of snow leopard are not easy to observe. For example, the rock sheep, which is both a food and a "security guard" of snow leopard, also has the dexterous skill of climbing over the eaves, and the moving speed of Tibetan fox and pika is equally amazing.

Chinese national geography magazine, Natural History magazine.

Dr. He Changhuan of Ecology

With a difficult task, the live broadcast team of the movie channel that Yong Yi made an appointment in Snow Leopard’s "off-season" arrived at the station three days earlier. In the process of adapting to the life on the plateau and investigating the location of the "leopard", greater challenges followed — — Altitude sickness happens to everyone more or less, and even the strongest players can’t stand the discomfort of high blood pressure, fever and dizziness; At the same time, technical problems such as poor network signal transmission in the plateau area, tent leakage, vehicle breakdown and other emergencies all test this young team away from outside help from time to time.

Wade across mountains and rivers

Vehicle breakdown, emergency rescue

Of course, for this heroic team that has successfully completed the research task of "Starlight Action" in the most remote areas, there is no difficulty that cannot be overcome by firm belief and scientific scheduling. Through the first day’s live footage, the live team of the movie channel generously displayed the oxygen bottle and protective gear they carried with them, and laughed off the strong response aroused by the short video recording their high anti-"embarrassment" on the Internet, responding to the concern of the audience on the whole network with an optimistic and positive attitude, professional and rigorous technical equipment and timely adjustment.

Click to watch: Go straight for Snow Leopard | A reunion with Snow Leopard and her friends.

On the three-day trip to find the "leopard", they waded through mountains and rivers, accompanied by professional photographers and ecological protection experts who were familiar with the local environment, and carefully searched every inch of land they set foot on, never letting go of natural information such as animal footprints and feces. On the rock sheep slope at an altitude of 4,700 meters, at the peak of their lives, they really witnessed and recorded the jumping figures of plateau elves such as rock sheep and western Sichuan pika. At the ecological protection workstation, they were delighted to learn that the number of snow leopards monitored in this area has increased to 99 under the introduction of Dr. Li Xueyang, a scientific consultant of Shanshui Nature Reserve Center.

Found footprints of rock sheep

Faxianyan sheep

The camera captured the western Sichuan pika.

Salvia Kangding

Li Xueyang introduced the ecological situation of snow leopard in Sanjiangyuan

Although at the end of the live broadcast, these snow leopards remain "invisible" to their good friends from the movie channel, their traces may not be far from the live broadcast. During the visit, the live broadcast team found the potholes dug by the snow leopard and collected the feces suspected to be left by the snow leopard, which has been sent to the laboratory for verification. Imitating the posture of snow leopard, they also set up infrared equipment in Enthusiasm Ditch — — Maybe it will detect the 100th leopard.

Found the pit planed by snow leopard along the way.

Collect suspected snow leopard feces and mark the location.

Set up infrared monitoring equipment

On the way to visit, Wei Li, co-producer of the film Snow Leopard and Her Friends and chairman of 1905 Film Network, said that these snow leopards were there with or without seeing them. In her view, both the shooting support for this film and the "leopard" trip to show the achievements of ecological construction in the Three Rivers are the responsibility of the film channel as a national media platform for the basic national policy of ecological civilization construction. "From Snow Leopard and Her Friends, the movie channel has never been absent in the face of major events. I hope that our movies and this trip will inspire more people’s awareness of ecological protection and let everyone join this meaningful team."

Snow Leopard Movie Made in China

Expert filmmakers positively evaluated a series of activities.

The three-day arduous journey to find the "leopard" made the live broadcast team of the movie channel more deeply realize the difficulty of eco-photographers. What moved Xu Linglin, the director of the live broadcast of the film channel, most was the instinctive love for wild animals of director Xi Zhinong and herder photographers who accompanied him all the way. "Shooting wild animals really requires extreme patience and keen perspective. Our simple experience of only three days has already challenged the limit. It is hard to imagine that they can persist in the extreme environment of hot summer and cold winter for so many years. It must be extremely loving."

Live team and herder photographer make Ciba.

From 2016 to 2022, this long six years is a precious time for photographers such as Xi Zhinong, Ke Xuanhui, Da Jie, Di Ding, and Qu Peng to pursue snow leopards unremittingly.

On the way to the live broadcast visit, Xi Zhinong showed the professional photographic equipment they carried with them to the live broadcast team of the movie channel. "Technology has made it possible for us to shoot, just as our live broadcast can communicate with a Beijing studio thousands of miles away. The development of photography technology and the support of these herdsmen’s brothers have finally enabled us to have Chinese’s own snow leopard movie."

Xi Zhinong introduces photographic equipment

Jiang Zhigang, a researcher at the Institute of Zoology of Chinese Academy of Sciences and a professor at the National Science and Technology University, who was a guest in the live broadcast room of the movie channel, led the team to take the first photo of snow leopard in China 17 years ago. Seeing the birth of Chinese’s own Snow Leopard film, he repeatedly lamented the rapid development of photography technology, and praised the persistence and courage of Xi Zhinong’s director team in introducing the hidden habits of Snow Leopard.

Jiang Zhigang, a researcher at the Institute of Zoology, Chinese Academy of Sciences and a professor at the National Science and Technology University.

Jiang Zhulang, Associate Professor of China Communication University

Combined with the real live broadcast process of the snow leopard, Jiang Zhulang, an associate professor at Communication University of China, bluntly said that the movie channel presented a long story behind an hour and a minute in the movie screen for the audience. "Our efforts may not be rewarded for the time being, but it is this restrained, calm and non-interfering shooting that has led to today’s film. This is the embodiment of the humanistic attitude of director Xi Zhinong and photographers who respect life. The natural ecology includes snow leopard and her friends, as well as the warm gaze of human beings."

Such a rare China film, and the journey of the film channel to Qinghai to find the "leopard", have been actively assisted by many filmmakers through online and offline forms. In addition to Jackson Yee’s "Three Questions about Snow Leopard", those who participated in the protection of snow leopard in Tibet expressed concern about the current situation of the mother and son of the snow leopard in the film, released an open-air screening task for the live broadcast team, and were attracted by the face value of the "friend" of the snow leopard, and the young actors vividly imitated the dynamic expression packs of the Tibetan fox, the owl with a vertical belly and the woodchuck.

Heart live,,,,,, etc., have also become new friends of Snow Leopard. Ayanga,,,,,,,,,, Cao Meng band,,,,,,,,,,,,,,,,,,,,,,, etc., also recommended the film Snow Leopard and Her Friends in different ways.

At the Beijing premiere, the main producer of the summer hot film created a pep talk video to support this Chinese Snow Leopard movie in the form of linkage with Snow Leopard. Zhang Yizhen, the director and starring in person, also spoke highly of this new summer film. In addition, the director and the actor made professional comments on the moving clips in the film, and the actor took his 16-month-old son to watch the movie for the first time in his life. The child’s clapping response to the snow leopard image "eyah" seemed to represent the communication between human beings and the spirit of plateau life.

Before the premiere in Beijing, the film Snow Leopard and Her Friends had launched a special open-air "advance screening" for the herdsmen where it was filmed. After the screening, herdsman friends who were ashamed to open their mouths in front of the camera used smiles to convey the happiness brought by the film. The human beings here are also an important part of the ecosystem where Snow Leopard lives, and they will continue to maintain this friendship in harmony.

Xi Zhinong and herder photographer appeared at the open-air screening site.

From the screening of "one ticket is hard to find" during the Shanghai International Film Festival to the recent multi-city screening of audiences of all ages, the film "Snow Leopard and Her Friends" has not only been recognized by experts, scholars, filmmakers and professional film critics in ecology, zoology and other related fields, but also received high word-of-mouth feedback from the public.

In the evaluation of the audience, the "Meng Meng Da" snow leopard and "magic animals" such as Tibetan fox and striped goose have become the darlings of concern. Many children are moved by the mother’s love that the snow leopard would rather starve than feed her cubs, and parents who brought their children to watch the movie have also recognized the significance of environmental education conveyed in the film, thinking that such a relaxed and cheerful film is very suitable for the whole family to watch in summer. On August 4th, please go into the cinema to enjoy this Chinese’s own Snow Leopard movie. I look forward to seeing Snow Leopard on the big screen and becoming a new friend of Snow Leopard.

Gree Dong Mingzhu, like the lyrics described in Donye.S’s Miss Dong, is a female classmate with a story.

In addition to the story of feather boy’s freedom, there is also the story of spicy eyes.

With the design of Barbie pink roses and the pricing of luxury goods, netizens cried uglily. I didn’t expect a sequel to be released these two days.

Source: poison tongue digital

After being vomited by the whole network for a week, Gree Rose Air Conditioning was exposed to poor sales.

Source: Oriental Finance

Although the sales volume is not good, Gree’s public relations has a strong desire to survive, and finally boldly responded, once again dumbfounded everyone.

Source: pear video

Gree responded to how to treat it as expensive and ugly, and couldn’t wait to pile up high-level words and paste gold on the air conditioner:“Give people roses with lingering fragrance, and give users artworks to show the beautiful vision of’ Let the world fall in love with Made in China’. "

This response is just like "putting air conditioning on roses".

But even more outrageous is that Gree is atGifts, Made in China and Works of Art.Three key words: rollover.

The first isHigh pricingObviously, it is incompatible with "giving". After all, consumers have to spend tens of thousands of dollars to buy it, which hurts consumers at once.

Followed byoverturnCategory cognition. Gree is obviously a household appliance. For the sake of public relations, he put on the coat of "art" and broke the public’s cognition of the air-conditioning industry. No wonder it is more like a luxury.

Finally,Pull the topic too high. You know, if you want to wear a crown, you must bear it. The words "Made in China" carry a lot of weight.

If the design has been overturned, and then moved to "Made in China" for sublimation, it will inevitably give people a feeling of using domestic products as a shield, and it is easy to jump on netizens’ thunder points.

Seeing this, I have to say,I’m not sure whether the warm air of the air conditioner has blown young people to be elated. What is certain is that Gree blew himself to be elated with this wave of water:

Moving out all the artworks and China-made products, we can see that the power of rose air conditioner can’t be blown down, only the flow of self-entertainment is left. After all, air conditioner products can gain such a large exposure in winter, which is also a win.

However, speaking of the premise of public relations rollover, the main reason is that the design rollover is too hard and it is difficult to recover.

One year, on a whim, Miss Gree Dong personally led the team to design an air conditioner that is "rich in flowers, intoxicating at the sight of flowers" and was born for newlyweds!

Source: excellent design

There must be a rumor here.Not jointly designed by Dong Mingzhu and Wang Ziru.It was not designed by any Gree employee.

I don’t blame everyone for this misunderstanding, becauseAir conditioning is designed in the shape of love:A rose in bud, a flower blossoming freely, and a suffocating beauty.

Source: Weibo netizens

Like the title of "The Temptation of Going Home", like underwear, like a toilet, like a baton, it is hard to be like air conditioning.

Source: Tianyancha

The history of rollover in the design world is always strikingly similar, which reminds me.RIO’s strong advertisement.

Before RIO was strong and cool, a group of advertisements of "Flowers bloom with wealth" were put on the Hangzhou subway. The colorful colors and flowers of the Hu Li flower whistle were not very good for my joints, and I was guilty of rheumatism after watching it.

Source: Puxiang Industrial Design Station

Whether anyone is romantic by rose air conditioner is uncertain, but this thing makes me allergic to romance.

This design is very explosive in the whole air conditioning industry.I don’t know whether it’s fashionable or humid at the moment. In addition to the design, the function is also cracked.

As soon as the Barbie pink lamp turned on and the warm wind blew, she was so elated that she couldn’t help dancing in subject three and singing freely.

Source: @ Design Youth

Don’t think that there are only roses and casual flowers. Miss Dong personally designed them, and the price is not cheap. The price is 29,999-32,999 yuan, which can only be explained by the priceless love.

The price is not cheap, and the design is not easy. After three generations and four upgrades, the whole rose shape was created.

Don’t ask why you moved to roses,Q is that roses are the image of love.Sign, air conditioning is self-aware, love is like drinking water,Each is well-being, and this wave of play is synaesthesia marketing.

Image source: @ 中中中中

Therefore, after picking up the melon of design and public relations, I found that "Rose Air Conditioning" should be upgraded in concept and marketing for n times:

It shouldn’t sell 29999, it should be 29.9.

It shouldn’t be called a rose, it should be called a blooming flower.

It shouldn’t belong to household appliances, it should belong to luxury goods.

It should not be sold to young people, but to the elderly.

It shouldn’t be in the wedding room, it should be in the sex hotel.

We should not promote "both gold and silver weddings can be used", but "anti-marriage, anti-parenting and anti-humanity".

It’s really hard to judge whether Gree has opened his mind or closed it.

I only know that it is a "rose" after all, silently carrying all this.

What’s wrong with Rose? It’s just that it has been romantic for a long time. What’s wrong with Gree? It’s just trying to please the young people’s market. One careless driver drove too fast.

Roses are a good thing, romance is also a good thing, and marketing is also a good thing.

However, brands can’t be infatuated with flowers in a hurry, and the flower elements are mechanically confused. Here, I share some marketing ideas of roses and flowers to help Gree open his mind.

The first isAtmosphere marketing of flowersInspire young people to share their interests through the romantic atmosphere of flower marketing.

Last year, many tea shops launched flower cups to create a combination of "1 cup+half a glass of water +1 flower":

A flower that blooms just right, put it in a transparent milk tea cup, add some water and throw a few pieces of ice, and the rounding is the "frozen rose", which means that love will never die.

Source: Xiaohongshu User

When you click it in the sun, it will be very beautiful. This flower marketing atmosphere is amazing.

Does romance need a lot of money? Sometimes it needs a transparent cup of 2 yuan from a tea shop.

reviewSakura Marketing of Bawang ChajiThe idea of giant marketing is used to enlarge the shape of flowers and create a sense of visual impact.

When Bawang Tea Kee warmed up the oolong series of cherry blossoms, she put on a pink logo, launched # Bawang Tea Kee Powder #, and blew up the streets in Chengdu to create a dimensional space for cherry blossoms: a giant cherry blossom and a giant milk tea cup were set up, setting off a pink storm.

Source: Weibo netizens

Sweet and cool dopamine powder, with cherry blossom elements, creates a scene association of "a cherry blossom oolong, feeling romantic spring", and provides young people with a new place to punch cards in online celebrity.

Still canRoses with stalksFor example, Ruixing combines the characteristics of roses to do things.

Ruixing X-line puppy launched the joint product "Rose Latte with Stitches", because the remark that "Rose Latte with Stitches does not contain any stinging ingredients" reminded netizens that He Guangzhi laughed at himself for "Rose with Stitches" in the talk show conference, so he called Ruixing to invite He Guangzhi to be a contemporary speaker.

Rui Xing really listened to the persuasion official to declare He Guangzhi as "Rui Xing forced product experience officer". From the design of rose people to the marketing of Valentine’s Day, Rui Xing held the rose tightly and staged "strong twisted melon sweetness!" Let your new Valentine’s Day products be exposed once.

Source: Rui Xing

alsoRT Mart’s March 8th MarketingRT Mart was renamed as "Darun Flower" in a limited time, and a "flower-leading" activity was launched in some cities across the country. Female customers can receive a flower when they enter the store, and they can also exchange points for seed poetry books to convey the beautiful meaning of "every one of them is a flower".

Source: Weibo @ RT Mart

RT Mart’s activities not only focus on Women’s Day, but also strengthen the connection between flower elements and RT Mart, giving the brand a differentiated holiday memory, which can be regarded as a small-cost and large-scale communication.

As an element with its own emotional filter, flowers can set off the atmosphere, which is undoubtedly the carrier of holiday marketing of major brands, but brands should not "spend casually" but "spend beautifully".

Clever flower marketing can’t copy flower elements mechanically and market them for the sake of gimmicks. Instead, it needs to gain insight into the topics that young people like to see and their emotional consumption needs, find the connection point between brands and flower elements, and integrate the connotation of flowers into brands or products, so as to better empower flower marketing and bring talk to brands.

Looking back at the end of the year, "recovery" is undoubtedly2023Key words of China film market in. After the biggest uncertainty affecting the film industry in the past three years was eliminated, the market order gradually returned, and a large number of backlog projects were released, which changed the dilemma of new films in previous years. The continuous content supply and the audience’s enthusiasm for watching movies have finally helped the box office.twelvemoon25Day,2023The annual total box office has exceeded536Billion.

2023So is the year.2018Years,2019The annual box office of China movies broke through continuously in.600After 100 million yuan, the annual box office of China movies returned to a high level for the first time. From the time distribution of box office, the concentration effect is still obvious. The total box office of the four largest slots, Spring Festival, Summer, National Day and Lunar New Year, exceeded.333100 million yuan, accounting for more than the annual box office60%. Specifically, the durationsevenDays of the Spring Festival cumulative box office.67.65100 million yuan, for a period of92Days of summer cumulative box office.206.20100 million yuan, continuouseightThe box office was generated in the National Day file of the day.27.34100 million yuan, and the Lunar New Year file has accumulated box office so far.32.28100 million yuan. And the relatively unpopular schedule, such as the Dragon Boat Festival,threeThe total daily box office is only9.11100 million yuan, even less than the average daily box office during the Spring Festival.9.66100 million yuan.

The unpopular schedule is still the same, and the months without holidays and schedules are even more deserted. coversevenTianguoqing dangoneMonth by month100.90Billion yuan becomes2023The month with the highest box office in the year, which is in the summer filesevenYueheeightYueyi87.19Yiyuanhe77.67Billion yuan ranked second and third, and the box office in these three months also accounted for nearly 50% of the box office in the whole year. The two months with the lowest box office are11YuehethreeMonth, the monthly box office of these two months are as follows16.84Yihe19.07100 million yuan.11Moon andthreeThe monthly average does not include any schedule, and the sum of the box office in February is even lower than the Spring Festival.sevenThe box office generated by the day.

The Matthew effect of the schedule can also be seen in the box office performance of specific films.2023The top ten films at the annual box office in 2008 were all produced in the popular period, among which "Man Jiang Hong" and "Wandering Earth"2Bear haunts Bear Heart with me are all released during the Spring Festival, while All your eggs in one basket, Disappeared She, Goddess of God Part I, In an octagonal cage and Three Wan Li in Chang ‘an are all released during the summer vacation, Rock Solid is the box office champion of the National Day, and Unfamiliar Life Road, which ranks tenth in the annual box office, is released on May 1st.

It can be seen that the popular schedule is still the backbone of the box office. However, there is also a gap between popular schedules. Judging from the average daily box office during the period, the average daily box office during the Spring Festival is about9.66100 million yuan, summer contract2.23100 million yuan, National Day contract3.41Up to now, the average daily box office is about 100 million yuan.1.04100 million yuan. Although the upcoming New Year’s Eve file will definitely boost the average daily box office of the whole Lunar New Year file to a certain extent, the overall situation has basically been settled.

It is worth noting that the daily average box office of each popular schedule is almost decreasing according to the order from the beginning of the year to the end of the year. Although there is no evidence that the audience’s enthusiasm for watching movies has faded over time, the growth rate of box office is slowing down. According to the data of the National Film Office,2023The time nodes at which the annual box office broke through each billion yuan were as followsonemoon31Day,fivemoonsevenDay,sevenmoon14Day,eightmoon18Rihe11moon13Day. compare withsevenmoon14Solsticeeightmoon18Japanese only35It’s from heaven300Yidaofour hundredBillion, the film market has grown to500The speed of 100 million has obviously slowed down. And the rest of this yearsevenIt is impossible for heaven to produce more than60The box office of 100 million yuan,2023Return of box office in 2008600100 million is hopeless.

Overall, although it has not returned.2018Nianhe2019Annual level, but20232008 is the year when the film industry recovered after three years of cold weather. Besides the box office data, there are some questions about the type, marketing, distribution,2023There are still many things worth reviewing in the film industry in 2008.

If "recovery" is used to summarize the box office2023Keywords of the year, then "criminal suspense" belongs to2023Clues to the content of the film in 2008.2023The top ten box office in 2008 plus the monthly box office champion are altogether.15A film. According to the theme types divided by lighthouse professional edition and cat’s eye professional edition,15There are a total of films with "crime" or "suspense" elements in these films.sevenDepartment.

From "Man Jiang Hong" in the Spring Festival to "Three Battalions" in the Lunar New Year, movies with the theme of "criminal suspense" have performed well in every schedule. Among them, "Man Jiang Hong" is45.44Billion yuan becomes2023He won the box office in 2008 and also ranked first in the total box office list of Chinese movies.six; "put all your eggs in one basket"38.49100 million yuan became the summer box office champion, ranking first in the total box office list of Chinese movies.11.

Judging from the monthly box office, movies with the theme of "criminal suspense" also have an advantage. bytwelvemoon24The top box office winners of the day and month were Man Jiang Hong and Wandering Earth.2Keep you safe, slam dunk expert, unfamiliar road in life, lost her, in an octagonal cage, put all your eggs in one basket, the eighth suspect, rock solid, rescue the suspect and the third brigade. exist2023AnnualtwelveIn the last month, there were a total of films with the theme of "criminal suspense"sevenBecame the box office champion in a single month.

It is worth mentioning that, 2023The films with the theme of "criminal suspense" which achieved good results in 2008 also showed commonality in content, that is, integration into social issues. "Put all your eggs in one basket" and "She Disappeared" in the summer file were "out of the circle" respectively because of two topics that were highly discussed on social platforms: "Fraud" and "Love Brain". However, "social issues" do not necessarily bring box office appeal to movies, such as Across the Furious Sea and Hot Search, which are being released. The former stars Bo Huang and Zhou Xun, contains "crime" elements and discusses intergenerational relations; The latter, starring Zhou Dongyu and Justin, focuses on cyber violence and covers female subjects. And Across the Furious Sea released.31Daily cumulative box office5.48100 million yuan, the highest single-day box office is1.04One hundred million yuan; "Hot Search" since11moon30Up to now, the cumulative box office is only6311.9Ten thousand yuan.

The reason may be related to the long backlog of films such as Across the Furious Sea. Across the Furious Sea as early as2019Completed in 2008 and finalized. The film has a certain lag in the presentation of reality. A film with a long project and a long shooting time may cater to the social trend of thought of that year, but the content that was hotly discussed and concerned at that time may not be equally concerned and hotly discussed when it was released, and the long backlog will inevitably lead to the disconnection between the image and narrative style and the current mainstream.

On the one hand, the backlog film proves that the film is also a time-sensitive literary form with an optimistic box office performance, and the theme and form must keep pace with the times; On the other hand, it also makes the screen occupied by "familiar faces".

"I think Zhang Yi can try to get away from this kind of drama for a while" is one of the most popular comments in the short commentary of the movie "Three Battalions" currently being shown. Zhang Yi once again played a policeman in the movie "Three Battalions", and his role image was very similar to An Xin in the drama The Knockout and Wei Guoping in "Who Is He" at the beginning of the year. The same thing happened to Zhou Dongyu. In Burning Winter and Killing Parrots, Zhou Dongyu played a literary girl full of worries.

Judging from the number of works released, Zhang Yi and Zhou Dongyu are also "model workers" this year. In addition to "Three Battalions", Zhang Yi starred and was2023Other films released in 2006 include Knife’s Tip, Priceless Treasure and Manjianghong. Zhou Dongyu includes Hot Search, Rock Solid, Parrot Killing, Burning Winter, King of the Sky and Nightlife in Changsha.sixThe Ministry participated in the film release and played the leading role in Hot Search, Parrot Killing and Burning Winter. In addition, Bo Huang also has this yearfourStarring in the film release, including Across the Furious Sea’s "Learning Dad", "Feng Shen I" and "Enthusiasm"; Movies starring Andy Lau include Wandering Earth2"Moscow Action" and "Golden Finger" and "Stealth" which will be released in the New Year’s Eve; NI YAN’s films this year also include "The Founding General was awarded the title"1955"Learn Dad", "The Last Truth" and "Goodbye, Li Kele" by Across the Furious Sea.fiveDepartment.

There are many films released by these actors in succession, such as "Knife Point" filmed in2018In 1998, Across the Furious Sea was early in2019It was completed in 2000 and has been finalized. The first part of "Feng Shen" is in2020In 2006, Rock-Solid was also filmed in.2019Years.

The continuous release of works is essentially due to the intensive participation of head actors in projects, that is, most film projects are inclined to a small number of actors. To some extent, this is related to the market environment in the past few years. The huge uncertainty brought by the epidemic has narrowed the film industry from upstream investment to downstream creation. The head actors have higher popularity and box office appeal, and naturally get more opportunities.

On the other hand, the success of an existing role also means that an actor plays a similar role again with lower risk in acting performance and audience cognition. The audience can identify the types of movies through similar roles, which also helps a movie to gain audience affinity. For example, after Zhang Xiaofei became famous with Hi, Mom and won the Golden Rooster Award for Best Actress, she also played a mother who could sacrifice everything to save her daughter in the recently released Save the Suspect. Shen Teng becomes the traffic password of comedy movies, and "including Teng quantity" is directly equal to the punchline of the movie.

However, as the audience of the movie "Three Battalions" expressed, an actor frequently plays the same type of roles, which not only consumes the actors, but also causes aesthetic fatigue to the audience, and the inclination of resources also excludes the opportunities of other actors.

The box office is the most important indicator to measure the success of a film, but the new force may not have box office value, and the "proton group" in "Feng Shen I" is the best example. At first, Fengshen Part I was hotly debated on social platforms because of the appearance of Proton Group. Subsequent live broadcasts, roadshows, and derivative variety Fengshen Training Camp around the selection and training process of Proton Group all helped the movie Fengshen Part I to reap the box office. "the first part of the gods" was released in2023yearsevenmoontwentyDay, buttwelvemoononeThe Japanese film "Feng Shen I" announced the extension of the secret key for the fifth time, and the validity period of the secret key was extended to.2024yearonemoon19Day.

Although movies need mature typed actors to reduce project risks, they also need fresh blood. The real boom of the film market should be the coexistence of the two, rather than letting some actors frequently "brush their faces" on the screen.

Go to the end of the month, distance2023At the end of the year, there are stillsevenDay, the suspense of the New Year’s Eve has not yet been unveiled, but the New Year’s Eve movie has been2023The film market brought a new shock in 2008. In "Twinkle, Twinkle, Bright Stars", it was obtained by the marketing of "Under the Snow Field"7000After Wan’s first-day pre-sale at the box office and became the highest-grossing Chinese film on the first day of pre-sale, The Annual Meeting Can’t Stop and Taylor Swift: The Times Tour Concert are also joining the marketing of special events.

The annual meeting can’t stoptwelvemoontwelveAt the same time as the opening of the screening, the official announced the special sessions of the "Beer Field". The rules of the event show that the exclusive preferential fares for the designated sessions of the designated cinemas are as low as19.9Yuan, the cinema staff will distribute Tsingtao beer free of charge when entering the stadium. The movie "Stealth" is also intwelvemoon15The "New Year’s Ceremony" movie-watching activity was released on April, and the detailed rules of the activity showed that you will get a New Year’s sign for watching special events marked "New Year must be done", and you will have a chance to win lottery tickets for watching special events marked "Lucky Year". Taylor Swift: Time Tour Concert was also announced.twelvemoon31sunseventeen past nine p.m.Divide the whole country130Yujia Studios will open the "New Year’s Eve Singing" venue, and the ticket buyers will get the official customized surroundings.

Marketing is no longer the effort of the film side, the necessity of cinema for marketing has been re-recognized, and the scene experience created by both parties is attracting the audience together.

Not just a special field, marketing is2023The film industry has a strong sense of existence in. In the summer file, short video marketing with Tik Tok as the main position helped the box office of Lost Her and Put All Your Eggs to sing all the way and became the first and second place in the summer file. "Disappeared She" first completed many hot fermentations on Tik Tok with short video materials of movie clips, and then bound with hot social issues, which finally led to a rising box office. From the beauty of Janice Man, to the urban legend of the man, to the voice of the prototype of the "Thailand’s wife-killing fraud", "Disappeared She" successfully advertised the film as "curing the love brain" and "Girls Help GirlsThe master of ". During the screening of "Put all your eggs in one basket" in Tik Tok, with the short video materials of actor Eric Wang’s "changing face" and "going crazy first if you want to succeed", and "Suggest to check, it’s not like acting", it became a hot topic in Tik Tok and also entered the hot search list in Weibo. After the official release, the film launched the prototype of the characters in the film, and publicized the two hot social topics of "North Myanmar" and "fraud" to attract different audiences from different angles.

The contents released by the official Tik Tok account of the two films "Disappeared She" and "Put All Your Eggs" can be divided into four aspects: tidbits, actors’ roles, plots and emotions. Attract the audience with the actor role, bind social topics with the plot, and then guide the emotional expression, which has become the common marketing method of the two films.

"Topic to social events.+Spectacular presentation+The marketing strategy of "emotional guidance" is11It was proved to be effective again in "Saving the Suspect" released in May. On the Tik Tok, the video of Kara Wai’s mother trembling and crying when she saw the photo of her daughter’s murder in court became one of the hot topics in Tik Tok. Subsequently, the netizens under the official account of the film were associated with Jiangge Incident because of the plot of "Daughter killed, Mother revenged", and Kara Wai’s short video materials were once again listed on the hot list of Tik Tok with the topic of "Don’t challenge a mother", and the film was also bound to the topic of "maternal love", which never goes out of date.

Although compared with the story logic and characterization of the film itself, short video marketing has more gimmicks from the presentation of a spectacle and the connection between the film and hot topics in real life. The short video platform magnifies the audience’s participation, presents the audience’s preferences more intuitively with the amount of short videos played and clicks, and gives the film direct feedback, so that it can realize the "two-way trip" between the film and the audience by responding to hot topics and supplementing materials.

But in any case, marketing is only icing on the cake for movies, and the box office of movies is ultimately determined by the quality of movies.

In addition to marketing, new year’s eve movies have once again made the distribution of sub-lines highly discussed.

Split-line distribution means that the filmmaker can choose to distribute the film in one or several cinemas. After the filmmaker and the cinema reach an agreement, the cinemas affiliated to the cinema can freely decide whether to join the procurement and screening.

twelvemoononeDay, "If You Are the One"threeThe official announced the filing and announced the rules for the distribution and registration of the line. The first published version shows that the film "If You Are the One"threeIt is required that the proportion of participating cinemas should not be less than three days before the release.15%Before the releasenineThe daily film arrangement time isnine o’clocktill/extremelyeleven o’clock pmBetween, "no invalid screenings".twelvemoon2On, the cat’s eye professional edition updated and displayed "Twinkle, twinkle, bright stars", "Golden Finger" and "The annual meeting can’t stop! The distribution logo of Shukebeta Pentagon Flying saucer. But soon, in addition to "If You Are the One"threeIn addition, the distribution labels of new films in the New Year’s Eve file all disappeared.twelvemoon11Day, "If You Are the One"three"Change the requirements for the distribution of sub-lines to" The proportion of the first day of the release is not less than10%”。

If you are the onethreeThe distribution rules of "The Divided Line" require cinemas to arrange a higher number of film screenings and golden times without watching the film and being sure of the quality of the film, which is tantamount to a gamble. Other films with high volume in the New Year’s Eve include Twinkle, Twinkle, Bright Stars, Golden Finger co-starred by Andy Lau and Tony Leung Chiu Wai, comedy The Annual Meeting Can’t Stop, etc. In If You Are the OnethreeInvesting too many times in the film will inevitably affect the cinema to get higher income from other key films, and once you are the one,threeThe popularity and reputation of the film are not good, and the situation of the cinema is bound to be more passive.

If you are the onethreeWhat’s exposed is only one of the uncertainties that split-line distribution is facing at present, and on the other hand, it is a question about whether split-line distribution can really protect small-scale movies.

The film "Silent Record", as the first film to be released in separate lines, was released on11moontwentyThe specific plan was announced on the 20 th. According to the rules, The Record of Silence will be shown in 30 cinemas, and the lowest settlement price in first-tier cities is40Yuan per person, non-first-tier cities are35Yuan per person, and the lowest settlement price of the films released in the same period is30Below yuan. On the first day of its release, The Record of Silence averaged only one audience.1.4People, the first day of the box office only43.07Ten thousand yuan.twelvemoonnineOn, the release rules of Silent Record were changed, and the screening scope was increased to all cinemas in nine provinces and cities, including Beijing, Guizhou, Sichuan, Hubei, Shanghai, Chongqing, Zhejiang, Tianjin and Jiangsu. But it was not untiltwelvemoon24Day, "Silent Record" accumulated box office only.142.8Ten thousand yuan.

In fact, The Record of Silence is not popular in terms of genre or main lineup, and the nature of literary films makes it difficult to become an explosive film. However, the cumulative box office of art cinema’s Yong ‘an Town Tales, which is similar to Silence Record, is as follows322.710,000 yuan, and the film was not distributed by line. Therefore, it is difficult to judge whether the separate distribution has hindered the silent record from getting a higher box office to some extent.

What is the future of sub-line distribution? Perhaps more films and cinemas need to be explored together.

The changes in the film industry can be traced back to the upstream link, which is reflected in the change of the head film company. In 2023, WANDA CINEMAS and Bona Film, which were once strong, fell into the double dilemma of film shortage and profit, while Alibaba Pictures and Cat’s Eye Film, which started from the Internet platform, gradually occupied the head of the market.

2023In 2006, there were only four film projects controlled by WANDA CINEMAS. Among them, the cumulative box office of the "Three Battalions" that is still in the heat is more than4.30100 million yuan is the highest box office item in WANDA CINEMAS this year. Cumulative box office of Cosmic Exploration Editorial Department6704.310,000 yuan, the cumulative box office of Countdown Love You.2637.0Ten thousand yuan, "Shen Jilan" only.456.5Ten thousand yuan. According to WANDA CINEMAS,2023Fiscal year semi-annual financial report, although WANDA CINEMAS achieved operating income in the first half of the year.68.69100 million yuan, but the income from cinema screening accounts for over 60%, while the income from film production, distribution and related businesses is only2.02100 million yuan, accounting for less than the total revenue.3%. WANDA CINEMAS’s decline in content is evident.

WANDA CINEMAS is here.2023In 2008, it also experienced great changes in the change of actual controllers. According to WANDA CINEMAStwelvemoontwelveThe announcement issued on April, after signing the Agreement on Equity Transfer of Beijing Wanda Investment Co., Ltd. with Shanghai Ruyi Investment Management Co., Ltd., the actual controller of WANDA CINEMAS will be changed from Wang Jianlin to Ke Liming. What changes will the change of the actual controller bring to WANDA CINEMAS, perhaps in2024The annual meeting will get the answer.

Bona Film is as dumb as WANDA CINEMAS in the content sector. Bona Film is at2023In 2001, only four projects were produced: Nobody, King of the Sky, Don’t Call Me "Gambler" and Burst Point. Among them, "Nobody" accumulated box office.9.31100 million yuan, "King of the Sky" accumulated box office.8.50100 million yuan, the cumulative box office of "Burst Point" and "Don’t call me" God of Gambling "has not exceeded 100 million yuan, respectively9345.1Wanyuanhe4078.3Ten thousand yuan.

According to Bona Film’s previous release,2023Semi-annual report,2023In the first half of the fiscal year, Bona Film achieved operating income of about8.50100 million yuan, a year-on-year decline.42.31%; The net profit attributable to shareholders of listed companies is about-2.65100 million yuan, a year-on-year decline.212.22%. In fact, the state of Bona Film’s loss is from2022Landing inAShares continue until2023In the first half of 2008, despite2023The recovery of the movie market since 2000 has boosted the performance of the cinema business, but the company has not turned a profit. The decline of the content sector may only be a side manifestation of the company’s poor operating conditions.

Used to be the bestfilm companyThe advantage is gone, and new players are entering the game. Cat’s Eye Pictures in 2023In 2000, a total of products were produced, including Manjianghong, octagonal cage, Enthusiasm, the first part of the gods, and Three Wan Li in Chang ‘an.31A film, the total box office of the production project exceedsone hundred and eighty 100 million yuan.

Alibaba Pictures is here.2023In 2000, a total of products were produced, including "Put all your eggs in one basket", "Three Wan Li in Chang ‘an", "Disappeared She", "Enthusiasm" and "Unfamiliar Road in Life".27The number of cinema films produced this year is second only to Cat’s Eye Film, and the total box office of production projects exceeds.170100 million yuan.

What Cat’s Eye Pictures and Alibaba Pictures have in common is that there are many layout projects and diverse types.2023Among the top ten films at the box office in, Cat’s Eye Film produced or participated in them, including Man Jiang Hong, The Disappeared She, Feng Shen Part I, In an Octagonal Cage, Three Wan Li in Chang ‘an, Bears Come and Go and Life is Unfamiliar.sevenDepartment, Alibaba Pictures produced or participated in the "Wandering Earth"2"Put all your eggs in one basket", "Disappeared She", "Three Wan Li in Chang ‘an" and "Unfamiliar Road in Life"fiveDepartment.

Internet film companies, which have laid an advantage in channels and publicity, have an increasing voice in the film market, and the pattern of film supply seems to be quietly changing.

There are also some shadow people leading.film companyI handed in good transcripts this year. For example, Joy Media, which is owned by Xú Zhēng and Ning Hao, produced Man Jiang Hong, Learning Dad and It’s not as if I’m so excited. Even the worst performance, It’s not as if I’m so excited, the cumulative box office reached 1.75.One hundred million yuan; Bad Monkey Pictures, with Ning Hao as the beneficiary, mainly produced "Put all your eggs in one basket" and "Second-hand Masterpiece", and the cumulative box office of the latter also reached.1.15One hundred million yuan; Chen Sicheng is the same legend as the beneficiary owner.2023In 2006, she disappeared and Three Battalions were also produced.

Anyway,2023The year is drawing to a close, and the new changes brought to the industry by film and television recovery, marketing and sub-line distribution will be2024There is a more obvious performance in 2008. After the backlog of films is released,2024Whether the cinema in 2008 is lively or not is still worth watching. And the upcoming New Year’s Eve is both for2023The end of the year, too.2024At the beginning of 2008, we will wait and see whether the New Year’s Eve can start the first shot in 2024.